What characteristics did the WGC use to segment the consumer market?

1. "Women who are traditional and status conscious in their outlook"

 - Especially prominent in India 

 - Gold symbolizing tradition, wealth, appearance and importance of marriage

 - Women use gold (esp yellow gold) as a means of traditional symbolism to communicate  to others.

 - Women in this category are more rational than some others in selection of jewelry but   gold still has added bonus of being seen as investment

2. Women Passionate about their appearance and accessories

 - key in all 6 countries

 - aspire to portray a positive appearance that enhances their self confidence

 - in eastern markets: helps to maintain balance as gold is seen as traditional, however,  incorporated with modern designs to give a balance

 - symbolizes : beauty and status to others via noticeable designs

 - role of gold in gifting and sentimental value very high

3. Self Confident and Creative Woman (most expressive of all targets)

 -Key in: China, Saudi Arabia, Italy and USA.

 - desire to express feelings and individual personality

 - self expression is key motivator

 - particularly values white gold, and the originality of design is important.

What were the key aspects of the re-branding campaign? Globally? Locally?

Globally

 - "Gold expressions" to address consumers desires for innovative products

 - Authenticity (uses real women instead of models)

USA

 - "May is Gold" month to create occasion and counter trend in USA where buying was  minimum without occasion, and there were better gifts than gold

 - Authenticity & Represents gold's core universal value: gold has a language of its own

MIDDLE EAST

 - Promo activities such as "Dubai City of Gold Shopping Festival" allowing a competitive  edge

 - Damas (leading jeweller) coming up with "Farfasha".... getting pop star Nancy Ajram as  a brand ambassador to represent style and self confidence through bold exciting designs

INDIA

 - "Gold expression" by D'dama and WGC producing aspirational and comtemporary  Italian jewellery

 - showing an understanding of customers needs and trends for the modern woman

CHINA

 - re-invigorated retail environment to enhance jewellery store experience

 - "K gold" initiative in 2003 (start in Shanghai, then rolled out) presenting modern 18ct  gold products which were fashionable and contemporary